marketing measurement & optimization
Legacy marketing tactics and metrics are no longer a sound basis for planning future efforts. What’s needed is an agile approach that allows for adjustments as the market shifts. Read our insights and best practices for marketing measurement & optimization.
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Insights
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For Measuring Your Personalization Programs, The Number Of The Day Is … Three!
“Hey, Count von Count, how do I know if my personalization strategy is working?” It’s difficult for companies to assess because they often measure myopically at the individual point of interaction. But personalization tactics are numerous and diverse across a company, requiring a holistic approach to measurement for a complete view of personalization efforts. Source: […]
Blog
Google Announces Meridian, A Marketing Mix Modeling Tool
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
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CMOs Need A Measurement Strategy That Connects To Business Outcomes
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
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What Should Performance Marketers Actually Do?
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
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According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
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Who Capitalized On A Super Opportunity To Win More Consumers?
Learn which brands overcame so-called "acquisition blockers" — and which ones might have been better served funneling their $7 million (or more) into growth levers other than a Super Bowl ad.
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What Ninth-Grade Biology Has In Common With Optimizing B2B Content
Apply scientific experimentation to achieve the best B2B content personalization results.
Supercharge Your APAC B2B Success — And Save $200
Register by June 28 to save $200 on B2B Summit APAC in Singapore. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
Blog
Global Martech Spending Will Reach $148 Billion In 2024
Marketing technology (martech) is the engine that powers marketing strategies. It encompasses tools and solutions to execute, automate, and optimize marketing efforts. Investment in martech has become a priority in recent years as companies seek to engage with their customers more effectively and improve marketing performance. In our first Global Martech Software Forecast, 2023 To […]
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How To Capitalize On Conversational Search
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
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What Content Actually Matters? Find Out With A Touch Analysis.
Gain a better understanding of content engagement.
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Synchronize People, Processes, And Technologies To Lift Ad Creative’s Performance
My favorite holiday-themed ad is Hershey’s “Christmas Bells,” which debuted in 1989 thanks to the creativity of David Apicella at Ogilvy & Mather, among others. Since then, the ad has run every December. In a market crowded with viral creative such as Spotify’s Wrapped, Hershey’s pithy ad continues to perform. In just 15 seconds, the […]
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Planning Season Is The Time To Revisit Your CMO Dashboard
Planning season is that time of year when B2B marketing objectives get set, tweaked, and reestablished. It’s also the perfect time to revisit your CMO dashboard to ensure that it’s up to the task — here’s how.
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Incrementality Testing Boosts Marketing ROI
Incrementality testing is a game-changing measurement approach for marketers. In the ever-evolving marketing landscape, this method holds the key to smarter decision-making, better allocation of resources, and, ultimately, greater ROI. Our most recent report, Testing, Testing: Use Incrementality Tests To Lift Your Marketing ROI, has best practices to get started with building an incrementality testing […]
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Invest In Demand-Side Platforms To Lift Productivity And Performance
Demand-side platforms (DSPs) are defined and confined by the acronym’s connotations. In 2007, when DSPs emerged, they coincided with the growth of real-time bidding, a practice since revealed to be rife with data leakage and brand safety concerns. At the time, DSPs met advertisers’ needs by connecting them to exchanges where publishers’ (mostly) desktop display […]
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The Latest And Greatest Marketing Measurement Service Providers
The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years. According to Forrester’s data, adoption of unified measurement methods has increased by 13% since 2021; marketing mix modeling is one of the top five technologies a marketer plans to use […]
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One Destination, Many Paths: The Content Engagement Solutions Landscape
B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]
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Generative AI Has Answers, But SEO Practitioners Are Still Guessing
We tackle two of the most common questions we're hearing about generative AI's potential impact on search engine optimization.
Adapt To EMEA B2B Buyer Change — And Save £200
Register by July 19 to save £200 on B2B Summit EMEA in London. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.
Webinar
How To Raise Your B2B Marketing Game With Revenue Process Optimization
Discover how and why revenue process efficiency and productivity are crucial to reaching your B2B marketing goals.
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Where Does Marketing Measurement Fit In A B2B Revenue Operations Org?
When deciding whether to merge your marketing measurement and insights team into a combined revenue operations function, it’s critical to understand the full remit for a marketing measurement team and how well those accountabilities align with the priorities of the RevOps organization.
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The Upfronts Spotlight The TV Advertising Industry’s Lag
April showers bring May flowers and the TV upfronts. The ritual began in 1962, when ABC first scheduled all of its primetime programming to premiere during a single week in September. Since then, the medium of TV has evolved rapidly, but the upfronts have not. Consumption continues to grow across smartphones and smart TVs, satisfying […]
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